Marriott’s New Botique Hotels

Marriott International, is on-board to create a new brand of as many as 100 hotels, implementing the personal service of a boutique hotel on a larger scale. To achieve this end, the brand has partnered with Ian Schrager, the creator of boutique hotels some years ago.

“Nobody has done what Ian has been able to do with his hotels time and again, and he is the perfect partner to help us create and launch a new, modern genre of hotel,” said Mr. Marriott. “These hotels will be an excellent complement to the Marriott portfolio of brands and allow us to use our global platform and ability to execute to create something completely new, different and original- the first truly global branded boutique lifestyle hotel on a large scale. We expect the brand to set the standard for decades to come.”

The brand, which remains unnamed in the press release, promises impeccable personal service to guests. The goal is to make the boutique hotel experience available to a wider group of customers.

The hotels will be located in gateway cities throughout North and South America, Europe and Asia. The initial list of markets to be explored includes New York, Miami, Los Angeles, Chicago, San Francisco, San Diego, Boston, and Las Vegas in the U.S.; London, Paris, Berlin, Frankfurt, Madrid, Barcelona, Milan and Rome in Europe; and Beijing, Shanghai, Singapore, Bangkok, Seoul and Tokyo in Asia. The hotels will be approximately 150 to 200 rooms and designed with one-of-a-kind buildings spanning the complete range of project types. Mr. Schrager anticipates the brand’s unifying aesthetic will be in its approach and attitude to the modern lifestyle rather than its appearance, with design and architecture derived from the scale, location and feel of the individual properties.

Responsibilities for the roll out will be divided between Mr. Schrager and the Marriott company. Shcrager will spearhead the effort on concept, design, marketing, branding and food and beverage. Marriott will head up the development process, and operate and manage the completed hotels.